Dr. Yonatan Vanunu is an Assistant Professor of Marketing at the Coller School of Management, Tel Aviv University. He earned his Ph.D. in Cognitive Psychology from UNSW, Sydney, in 2021, followed by a postdoctoral fellowship in the Cognition and Aging Lab at Ohio State University. In 2022, Yonatan joined the Marketing department at The University of Chicago Booth School of Business as a Principal Researcher. Yonatan’s research focuses on how consumers evaluate products and make subsequent decisions under limited cognitive capacity. He uses empirical tests and process-tracing methods, such as eye-tracking and computational modeling, to uncover the mechanisms driving consumer behavior and the biases that may arise when processing all given information becomes challenging—a common issue in today’s marketplace. His theoretical approach centers on the adaptive nature of decision-making, proposing that individuals use selective attention to prioritize the most relevant or salient information, with downstream consequences on behavior. Yonatan’s work has been published in high-impact journals such as PNAS, Psychology and Aging, Cognitive Psychology, and Psychonomic Bulletin & Review.
